unhcr/e-centre/interworks - emergency management training7.4.1. session 7.4. working with the media...

UNHCR/e-Centre/InterWorks - Emergency Management Training 7.4.1.

Session 7.4.Session 7.4.

Working with Working with the Media in the Media in EmergenciesEmergencies


ObjectivesObjectives

After this session, participants will be able After this session, participants will be able to:to:

List the actions needed to cultivate a List the actions needed to cultivate a positive relationship with the mediapositive relationship with the media

Explain how to prepare and manage a Explain how to prepare and manage a media strategy for emergency responsemedia strategy for emergency response

Describe a number of actions critical to Describe a number of actions critical to preparation for a television interviewpreparation for a television interview


The media will be The media will be interestedinterested in in the emergencythe emergency

Be prepared! Be prepared!

Be available! Be available!

What you do and say What you do and say counts!counts!


GuidelinesGuidelines UNHCR UNHCR hashas an important message to convey an important message to convey Cultivate relations: help the press get stories Cultivate relations: help the press get stories Stick to the factsStick to the facts

Reps should develop 2-3 key messages about the Reps should develop 2-3 key messages about the refugee/IDP programmes that everyone must refugee/IDP programmes that everyone must conveyconvey

All staff must be able to speak about how the All staff must be able to speak about how the emergency is affecting refugees/IDPs emergency is affecting refugees/IDPs andand about about their area of expertisetheir area of expertise

Be accessibleBe accessible

Media communications are a basic part of any Media communications are a basic part of any emergency management planemergency management plan


Planning a media strategy requires:Planning a media strategy requires:

Senior management commitmentSenior management commitment

Clear definition of PI staff / other staff responsibilitiesClear definition of PI staff / other staff responsibilities

System to keep focal points at HQ informedSystem to keep focal points at HQ informed

Detailed checklist: what to do, what is needed: laptop, Detailed checklist: what to do, what is needed: laptop, digital camera, cell-phone/radio etc.digital camera, cell-phone/radio etc.

But above all you need to But above all you need to develop a media strategy to develop a media strategy to highlight the effect of the highlight the effect of the crisis on the refugees or crisis on the refugees or IDPsIDPs


Know your Media! Know your Media! Is the press hostile or sympathetic to UNHCR or Is the press hostile or sympathetic to UNHCR or refugee concerns?refugee concerns?

Do you have list of media contacts currently operating Do you have list of media contacts currently operating in country?in country?

Are you familiar with beats, interests Are you familiar with beats, interests & who their & who their primary audience isprimary audience is??

Help them Help them visit the emergency site where your visit the emergency site where your organization is working.organization is working.

Remember: Remember: journalists have deadlines they journalists have deadlines they must must respect.respect.


Communicating with the MediaCommunicating with the Media

Press briefings—regular, informal way of keeping press Press briefings—regular, informal way of keeping press informedinformed

Press releases—less than a page; related to a significant Press releases—less than a page; related to a significant policy, initiative or real-life storypolicy, initiative or real-life story

Press packages—statement regarding UNHCR’s mission Press packages—statement regarding UNHCR’s mission and programmes; factual background on emergency and programmes; factual background on emergency and UNHCR’s responseand UNHCR’s response

Fact sheets—basic facts about emergency situation and Fact sheets—basic facts about emergency situation and UNHCR’s response (1 page)UNHCR’s response (1 page)

InterviewsInterviews


Organize your statementOrganize your statement

Main Point

Detail

The print media generally edits in The print media generally edits in “pyramidal” fashion...“pyramidal” fashion...


Make your most critical points first. Make your most critical points first. Add the detail afterwards.Add the detail afterwards.Always be aware of the short “sound bite”Always be aware of the short “sound bite”

So tell us, what So tell us, what is the situation is the situation

of children there?of children there?Well, I…I…Well, I…I…

Thank you so very Thank you so very much, I am afraid that’smuch, I am afraid that’sall the time we have….all the time we have….

..


An effective interview strategy hinges on An effective interview strategy hinges on your ability to be:your ability to be:

• CONFIDENT CONFIDENT (able to go into interviews as a partner)(able to go into interviews as a partner)

• IN CONTROLIN CONTROL (able to present messages clearly) (able to present messages clearly)

• CREDIBLE CREDIBLE (helps audiences believe your message) (helps audiences believe your message)


Plan your statement.Plan your statement.

• Flag IssuesFlag Issues: “We have three main concerns…”: “We have three main concerns…”

• Put the Human Element Into Your StatementPut the Human Element Into Your Statement: : “Every refugee has rights. This is why UNHCR “Every refugee has rights. This is why UNHCR is…”is…”

• Don’t Use JargonDon’t Use Jargon: Stay away from acronyms like : Stay away from acronyms like NGO, OCHA, MCH Centres, etc.NGO, OCHA, MCH Centres, etc.


Manage the interview!Manage the interview!

Be in control. Be in control. Don’t be pushed where you don’t want to go.Don’t be pushed where you don’t want to go.

Yes...you in the Yes...you in the back... back...


Look professional for the camera...Look professional for the camera...

• Comb your hairComb your hair• Dress neatlyDress neatly Avoid distracting clothing patterns.Avoid distracting clothing patterns.

No dark glasses.No dark glasses.

No gum chewing or smoking.No gum chewing or smoking.

Stand still, avoid tics, don’t “shuffle around.”Stand still, avoid tics, don’t “shuffle around.”

Look at the journalist. Look at the journalist.

Don’t let your eyes or hands wander.Don’t let your eyes or hands wander.


Answer the question, then be quiet. Answer the question, then be quiet. Don’t ramble on and on...Don’t ramble on and on...

The media won’t waste time broadcasting your silence. The media won’t waste time broadcasting your silence.

They They mightmight broadcast an error made while “rambling broadcast an error made while “rambling on.”on.”

...and so I said... and then he ...and so I said... and then he said... so I said...and she said... so I said...and she said..and I, of course, then said..and I, of course, then noted that i could...noted that i could...


Avoid Being NegativeAvoid Being Negative

• avoid arguing with the reporter --- they always avoid arguing with the reporter --- they always have the last wordhave the last word

• avoid repeating a negative questionavoid repeating a negative question

• avoid criticizing other UN or NGO partnersavoid criticizing other UN or NGO partners

• rule of thumb: give credit when credit is duerule of thumb: give credit when credit is due


NeverNever argue or complain! argue or complain!

No way!No!

Forget it!Never!

Not on your life!

ObjectObject only only if the article is untruthful.if the article is untruthful.

NO!

No!Nope!


Know your key messages Know your key messages

Put the human element into your statementsPut the human element into your statements

Prove your points with statistics and anecdotes! Prove your points with statistics and anecdotes!

Don’t use jargonDon’t use jargon

Point out if a reporter has misunderstoodPoint out if a reporter has misunderstood

Offer information you want the public to know: Offer information you want the public to know: Even if you’re not askedEven if you’re not asked

Some interviewing tips:


If you don’t know the answer,If you don’t know the answer,say so...say so...

I don’t know.

If appropriate, tell them you’ll try to get the information for them.


Be transparent. Don’t try to cover up.Be transparent. Don’t try to cover up.

Tell the truth.Tell the truth.


Good media coverage is the result of good Good media coverage is the result of good management:management:

planning, organizing, controlling, influencingplanning, organizing, controlling, influencing

Plan your strategy!Plan your strategy!


……and remember these words of wisdom.and remember these words of wisdom.

“CNN is the sixteenth member of the Security Council.”

Boutros Boutros-Ghali, 1995

unhcr/e-centre/interworks - emergency management training7.4.1. session 7.4. working with the media...

Documents

emergency situation

emergency responsedescribe

emergency site

media strategy

list of media contacts

partnerin control able

unhcrs mission

staff responsibilitiessystem